Hawaiian Tropic Revamping Brand Image

Posted: April 23, 2013

Energizer Holdings' sun care brand Hawaiian Tropic announced it has retired its Miss Hawaiian Tropic Bikini Contests and are launching an online search for the new face of Hawaiian Tropic. The brand—which also introduced new, premium formulas and updated packaging in recent years—is inviting women to enter its nationwide Facebook contest and become the brand's new spokesperson. The woman who best embodies everything Hawaiian Tropic stands for—beauty, confidence, style, enjoying the sun and keeping skin healthy—will appear in Hawaiian Tropic advertising, receive an all-expenses-paid tropical vacation and serve as an official brand spokesperson.

Hawaiian Tropic has evolved as consumers' expectations of sun protection have changed, but at its core Hawaiian Tropic has remained committed to offering premium, indulgent sun care products with soothing coconut scents and exotic island botanicals.

For the contest, women can enter the by visiting the Hawaiian Tropic Facebook page May 6 through May 31, 2013, and submitting a photo and information about their personality and interests. Entries will be accepted until May 31, 2013. Submissions will be reviewed by an independent panel of judges, and the top five finalists will be announced on June 28, 2013. Then, America will be able to vote on the finalist they believe best embodies the modern Hawaiian Tropic woman by visiting the brand's Facebook page. The finalist with the most votes will be unveiled as the new face of Hawaiian Tropic on July 19, 2013. Throughout the contest, woman can also enter to win weekly prizes including designer sunglasses, beach towels and Hawaiian Tropic products.

"The modern Hawaiian Tropic woman still loves to spend time in the sun, but also understands the importance of sun care in helping to keep her skin healthy," said Danielle Duncan, brand manager of Hawaiian Tropic. "We're looking for a new face of the brand who captures that sensibility, and shares the Hawaiian Tropic philosophy that broad-spectrum sun protection can be as luxurious and pampering as any other beauty product."